Email marketing can be a great way to engage with customers and drive traffic to your website, but it is especially useful in the retail sector. Letting people know of the latest sales, special offers and new items undoubtedly draw in the spenders but stores could see even better results if they personalised their communications.
We all know what it's like to be bombarded with sales messages from our favourite shops, hotels and restaurants - sometimes the email catches your eye and converts into a purchase or booking but others are simply deleted or marked as read. If you do open the email then it's because you've seen something which you're interested in.
According to a recent study, only a fifth of retailers personalise messages that are intended for their customers' inboxes. This is astounding, what makes brands think that we're going to engage with their content if they have not even taken into consideration our location, gender and age.
What would make a woman open a message about the latest menswear collection? Why would a couple from Chester be interested in visiting a restaurant opening in Glasgow? Who would book a stay at a hotel in the city they live? Companies need to put more thought into their email marketing.
How do you personalise your marketing communications?
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